Professional Documents
Culture Documents
Abstract
The focus of this dissertation is on cultural festivals. The aim of cultural festival organizations,
like other tourism providers, is to deliver high quality services in order to make visitors to revisit
or recommend the festival to others. Baker and Crompton (2000) argue that monitoring and
measuring consumer satisfaction is a very important process because it provides valuable
information on tourism research. This study is an examination of the relationships between
visitors perceived service quality, event satisfaction, destination image, event loyalty and
behavioral intentions. Respondents were visitors who attended the Jazz On The Hill festival in
Sani Resorts in Chalkidiki, Greece. The finding revealed that there is a positive correlation
between satisfaction, event loyalty and destination revisit intentions. Moreover, the findings
suggested that event service quality dimensions can predict event satisfaction and event loyalty
and that destination image can be used in order to predict destination revisit intentions, event
loyalty and event satisfaction.
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Declaration
All sentences, passages and ideas quoted in this thesis from other peoples work have been
specifically acknowledged by clear cross-referencing to author, work and page(s). I understand
that failure to do this amounts to plagiarism and will be considered grounds for failure in this
thesis and the degree examination as a whole.
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Acknowledgments
I would like to thank my supervisor Dr. Kostas Alexandris for his guidance and helpful
comment in the process of the dissertation.
I express my gratitude to Mrs. Argyro Barata and Dr. Dimitrios Nikolaidis for their help
in the research without which it would be impossible to complete it.
Finally, I thank my family, my mother Eleni Chrysikou, my father Ioannis Melis, my
sister and brother Mimia and Aggelos Kokkonis, my grandfather and grandmother Elias and
Aggeliki Chrysikos for their endless love and support throughout my studies and
Table of Contents
1.
I.
Abstract
II.
Declaration
III.
Acknowledgements
Introduction.................................................................................... 1
1.1 Statement of the problem ................................................................ 1
1.2 Research Purpose .......................................................................... 2
1.3 Research Objectives ....................................................................... 2
1.4 Research Methodology .................................................................... 3
1.5 Data Collection.............................................................................. 3
2.
3.
Methodology ................................................................................. 21
3.1 Study Area................................................................................. 21
3.2
3.3
3.4
Findings ....................................................................................... 32
4.1 General Overview ........................................................................ 32
4.2 Descriptive Statistics .................................................................... 32
4.3 Demographics ............................................................................. 32
4.3.1 Gender ................................................................................ 32
4.3.2 Age groups ........................................................................... 33
4.3.3 Children ............................................................................... 34
4.3.4 Education level ...................................................................... 35
4.3.5 Professional Status ................................................................. 36
4.3.6 Marital Status ........................................................................ 37
4.3.7 Service Quality ...................................................................... 38
4.3.8 Event Loyalty ........................................................................ 40
4.3.9 Event Satisfaction ................................................................... 41
4.3.10 Destination Image ................................................................. 41
4.3.11 Main Reason for visiting the destination ...................................... 43
4.3.12 Past experience with the festival ............................................... 43
4.4 Reliability analysis ....................................................................... 44
4.5 Correlations between satisfaction and event loyalty .............................. 45
4.6 Correlations between destination image and event loyalty ...................... 46
4.7 Correlations between satisfaction and destination image ........................ 47
4.8 Correlations between satisfaction and destination revisit intention ............ 48
4.9 Two independent samples t-test (according to gender) .......................... 49
4.10 ANOVA analysis (according to education) ......................................... 50
4.11 ANOVA analysis (according to marital status) .................................... 50
4.12 ANOVA analysis (according to country of origin) ................................. 52
4.13 Perceived service quality and event loyalty (regression linear) ............... 52
4.14 Event service quality - event satisfaction (regression linear) ................. 54
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References ........................................................................................ 65
Appendix A ........................................................................................ 79
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1. Introduction
1.1 Statement of the problem
The service industry is one of the most important elements in current economies. Tourism
business was evolved effectively in order to respond to peoples needs and to retain loyal
customers. Cultural tourism can be characterized as peoples movements for essentially cultural
motivations (Esu, 2009; p.116), which involves performing arts, cultural tours and visits to
historic sites. Festivals are therefore categorized as a type of cultural tourism which is a big part
of tourism business sector.
The focus of this dissertation is on cultural festivals. The aim of cultural festival
organizations, like other tourism providers, is to deliver high quality services in order to make
visitors to revisit or recommend the festival to others.
Baker and Crompton (2000) argue that monitoring and measuring consumer satisfaction
is a very important practice because it results to valuable information on tourism
research. Petrick (2002) noted that festival managers should understand and use service quality
and satisfaction interchangeably in order to predict behavioral intentions. Local communities
react positively on the use of events as tools that would help to the future success of the
destination by improving the image and attracting visitors from different places. Quinn (2006)
explains the strong bondage between festivals and tourism explaining that many festivals have
destination marketing and tourism generation aims. According to Mitchell and Wall (1986)
festivals create a lot of positive effects. Events have a great impact on their host destinations,
thus these impacts can be economic, environmental, socio-cultural or political (Pasanen et al,
2009). Cultural festivals can impact to the local community by generating revenue, extend the
tourism season, and help the existing local businesses, fund local service firms, create a cultural
background, help the community mentality and encourage new entrepreneurs. According to Jago
and Dwyer (2006), events add on the cash inflows and outflows of the region because of the
event. Florek et al. (2008) suggest that mega events could even change the international image of
a whole country
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The primary focus of my research project was to examine relationships between perceived
service quality, satisfaction, behavioral intention and destination image in the context of a cultural
festival. Such research poses a number of practical implications; first, the findings would help
tourism businesses and organizations which attributes have the stronger effect on visitors behavioral
intentions. By identifying the needs of visitors, tourism providers would focus on meeting them.
My research however examined some attributes, without addressing variables such as event
motivation, event image and destination personality.
2. Literature Review
2.1 Service Quality
The relationship among perceived service quality, perceived service value, satisfaction,
and visitor behavioral intention is an important issue in tourism marketing (Yon Lee et al., 2007).
According to Parasuraman et al (1988), delivering superior service quality is a very important
requirement for success which influence the long-term profitability of an organization. Service
quality is an unspecific and abstract concept that concludes three features that are unique to the
services: heterogeneity, intangibility, and inseparability of production and consumption
(Parasuraman et al., 1985). However, there is a difference between objective and perceived
quality (Dodds and Monroe, 1984). Perceived quality is the consumer's mentality about an
entitys overall advantage (Zeithaml, 1987). On the other hand, objective quality is a perspective
that results from a balancing of expectations with perceptions of performance (Garvin, 1983).
According to Baker and Crompton (2000) the issue of service quality has been reviewed and
researched more than other subject in the marketing bibliography.
Fishbein and Ajzen (1980) suggest that people use information
through systematic processes, which can be explained by the theory of reasoned actions. Some
other theories concerning customer satisfaction in the field of marketing and psychology studies
are the expectation - disconfirmation model of Oliver (1980), the expectation - perception gap
model of Parasuraman et al. (1985), the performance - only model of Pizman and Millman
(1993), the pivotalcore- peripheral model of Philip and Hazlett (1996). Bagozzi (1992) suggests
a model that the emotional reaction that drives behavior derives from the basic
service evaluation. This comes in connection with Cronin et al. (2000) that support the role of
perceived service quality and perceived service value as cognitive responses to a service
experience and satisfaction as an emotional response.
In the literature, there are several models that measure the service quality. Chelladurai
and Chang (2000) review three service quality dimensions such as the physical context
(facilities), the interpersonal interactions and the core service. On the other hand, Grnroos
(1984) suggest a model with two dimensions model consisted of
technical quality and functional quality. Lehtinen and Lehtinen (1983) measure process quality
4
and outcome quality while Lehtinen and Lehtinen (1991) introduced a three dimensional model
containing physical quality, corporate quality, interactive quality where interactive quality refers
to the interactions that take place during service delivery between
the customer and service personnel or other customers or equipment.
Parasuraman et al. (1988) developed the SERVQUAL model which is consisted of five
service quality dimensions: tangibles, reliability, responsiveness, assurance and empathy. Rust
and Oliver (1994) proposed a three-dimensional model of service quality which includes
the service product, service delivery and service environment. In addition, Dabholkar, et al.
(1996) suggested a three-dimensional model to analyze the physical aspects, reliability
and personal interactions. Similar to that, Brady and Cronin (2001) proposed a model with three
dimensions of service quality including interaction quality, physical environment quality and
outcome quality. Parasuraman et al.s (1988) SERVQUAL can be adapted in order to meet the
needs of a particular service as it includes a questionnaire consisting of 22 questions relating to
five dimensions of service quality (tangibles, reliability, responsiveness, assurance, and
empathy), divided into three sections. It compares expectation and performance for a series of
related attributes. The first section analyzes respondents expectations, the second analyzes
respondents perceptions of the service received and the third analyzes the importance of the five
dimensions in evaluating service quality.
SERVQUAL dimensions can be added or omitted depending on the area being
investigated. Cronin and Taylor (1992) developed the SERVPERF that simplifies the measuring
of service quality in comparison with SERVQUAL. The SERVPERF model was found to
be superior in predicting customer satisfaction in some industry sections, while the SERVQUAL
is a better measure of consumer perception.
Parasuraman et al. (1998) developed the SERVQUAL scale in order to understand how
consumers perceive service quality and how companies can upgrade their service quality. The
five dimensions of service quality that are included in SERVQUAL are Tangibles, Reliability,
Responsiveness, Assurance and Empathy. Tangible refers to an organizations physical facilities
and appearance of personnel; reliability refers to an organizations ability to perform the
promised service carefully and accurately; responsiveness refers to employees willingness to
help customers and to provide expeditious services; assurance refers to employees knowledge
and their ability to convey trust and certitude; and finally empathy refers to employees
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willingness to provide personalized attention to customers. The SERVQUAL model can be used
in order to establish the importance of the five dimensions in leveraging consumers overall
quality perceptions (Parasuraman, 1988) and identify gaps between customers expectations and
customers perceptions of the service (Kouthouris and Alexandris, 2005). The gap model of
Parasuraman et al. (1985) is widely utilized in the literature (Shanin and Monireh, 2010). As
Shanin and Monireh (2010) describe, the model presents the most important activities of the
service organization that influence the perception of quality. It analyzes the associations between
the crucial activities of the service organization which are relevant in order to deliver a
satisfactory level of service quality. These links are described as gaps or discrepancies.
However,Cronin and Taylor (1992) describe that the service quality gaps models have been
criticized. In addition they state that measuring customer perception is acceptable in order to
evaluate service quality and it is not necessary to measure customer expectations in service
quality research, as they proposed that the performance based measurement approach
(SERVPERF) is preferable to the perception-expectation gap approach. Sanjay and Garima
(2004) evaluate both methods and conclude that SERVPERF scale offers a more merging and
discriminating explanation of the service construct, while the SERVQUAL scale provides a more
diagnostic power that can be used in order to identify the companys service quality
disadvantages.
Dabholkar et al. (1996) suggested that retail customers evaluate service quality using
three different levels. More specifically, these three levels are the dimension level, a sub
dimension level and one overall level. In addition to this the authors suggested the five
dimensions of retail service quality that are physical aspects, reliability, personal interaction,
problem solving and policy. Grnroos (1984) suggests a model of service quality consisting of
two dimensions: technical quality and functional quality. Technical quality refers to what the
consumer actually receives. Functional quality refers to how the consumer receives the service.
Functional quality is hard to be evaluated objectively in comparison with technical quality,
because it is perceived in a more subjective way. Gotlieb et al (1994) proposed a theoretical
model to explain the relationships between disconfirmation of expectations, behavioral
intentions, perceived quality, perceived situational control and transaction specific satisfaction.
The authors argued that the focal and contextual dimensions of disconfirmation of expectations
influence perceived quality and behavioral intentions and that perceived quality influence
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2.2 Satisfaction
Ming-Shing et al. (2010) describe that customer satisfaction derives from the perceptual
difference between expectation or before consumption and actual experience of service or
products. Oliver (1980) suggested the so called expectancy-disconfirmation model, which
proposes that customer satisfaction or dissatisfaction is the balance of customers' feelings of
perceived performance of a service versus their anticipations. Estimations of the quality of
performance are connected on tourists' perceptions of the performance of the organization. In
contrast, satisfaction is related to an emotional condition than can affected by the social and
psychological state that a customer feel, such as mood, disposition, needs, and by external
elements such as climate and social group interactions, that are beyond the organizers control
(Baker and Crompton, 2000).
Consumer satisfaction has a direct effect on customer loyalty, positive word of mouth
advertising and repeat sales (Bearden and Teel 1983). According to (Bearden and Teel (1983)
satisfaction is a post purchase phenomenon that reflects if the consumer likes or dislikes the
service after experiencing it, and in what amount. Satisfaction is a generic concept that derives
from of a part or the entire experience (Oliver, 1997). Parasuraman, Zeithaml, and Berry (1994)
noted that consumers satisfaction consists of two different levels: transaction-specific
satisfaction and overall satisfaction. According to Oliver (1997) transaction-specific satisfaction
is the degree of accomplishment of some need, desire or goal that derives from a particular
exchange transaction between the customer and a firm. Bitner (1990) developed a service
encounter evaluation model combining consumer satisfaction, service marketing, and attribution
theories in order to examine the effects of physical surroundings and employee responses on
attribution and satisfaction. In addition to this, Bitner and Hubbert (1994) suggested that
consumers overall satisfaction is a result of all their experiences and encounters with an
organization. According to Patternson et al (1997) overall satisfaction is a strong indicator of
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Garvin (1998) declare that high service quality is likely to influence loyalty and profit
and Baker and Crompton (2000) recommend that high service quality create stronger positive
behavioral intentions. Heskett et al. (1994) noted that a positive correlation exists between
customer loyalty and customer satisfaction. Profits and growth derive from customer loyalty
while customer loyalty is influenced by customer satisfaction. Brady et al. (2006) proposed that
core product quality has a stronger outcome on satisfaction than service quality. On the other
hand, Greenwell et al. (2002) highlighted that supplementary services, such as stadium
employees, may be more predictive of customer satisfaction than the core product.
In the sport marketing literature, there has been a long discussion concerning customer
satisfaction being an indicative predictor of intentions to attend future sporting events (Yoshida
and James, 2010; Cronin et al., 2000; Kwon, Trail, and Anderson, 2005). Sport marketing
researchers have distinguished two different types of customer satisfaction: game satisfaction
(Madrigal, 1995; Kwon, Trail, and Anderson, 2005) and service satisfaction (Wakefield and
Blodgett, 1996). Yoshida and James (2010) proposed that it is very important for managers to
promote the unique characteristics of the core product such as player performance and team
history, in combination with the atmosphere of the game.
as the price. Cronin et al. (2000) note that most researchers showed that perceived value, which
is a cognitive response, leads to satisfaction which is an emotional response.
Carman (1990) proposed the five dimensions suggested in SERVQUAL instrument to be
generic dimensions of service quality. The author proposed that satisfaction refers to a
customers specific encounter with a service and service quality to the overall experience of the
service.
Cronin and Taylor (1992) criticized SERVQUAL and discuss the relationships between
service quality, consumer satisfaction, and purchase intentions as well and conclude that
satisfaction appears to have a stronger and more consistent effect on purchase intentions than
service quality. On the other hand, Parasuraman et al. (1994) suggested that the service quality
and customer satisfaction can be examined at both transaction-specific and global levels, in
consistence with the belief that satisfaction leads to overall quality perceptions. Cronin and
Taylor (1992) measured perceptions in order to express service quality quantitatively by
surveying customers in four business sectors. The authors used also a single-item scale to
measure overall service quality, customer satisfaction, and purchase intentions.
Johnson, Anderson et al., (1995) argue that two general conceptualizations of satisfaction
exist in the literature, transaction-specific satisfaction and cumulative satisfaction. The author
distinguished transaction-specific satisfaction and cumulative satisfaction and noted that
cumulative satisfaction is the most appropriate notion when we want to evaluate the overall
experience from a destination. Spreng et al. (1996) analyzed the mechanisms that produce
satisfaction and highlighted that previous researchers have not proved the relationship between
the perceptions of quality of performance and satisfaction. The authors argued that if perceived
performance exceeds a consumer's expectations, then the consumer is satisfied. On the other
hand, if perceived performance falls short of his or her expectations, then the consumer is
dissatisfied. Their proposed model confirms the importance of desires as a key source of
satisfaction, it also analyzes the roles of expectations, desires, and performance, and it argues
that information satisfaction as a prime determinant of satisfaction.
Baker and Crompton (2000) try to analyze the relationships between the quality of
performance and the satisfaction factors in the tourism field. They did their study at a cultural
festival with more than 50.000 participants during two and a half days. They measured service
quality by using 18 attributes in order to measure four domains: generic features of the festival,
10
specific entertainment features of the festival, information sources and comfort amenities which
are conncected to overall amenity of the festival. Their conclusions were consistent with
previous studies and they note that satisfaction was strengthen by higher levels of performance
quality. Furthermore, they argued that there is a relationship between quality, satisfaction and
behavioral intentions and that high performance quality make loyal customers and increase the
likeness of returning back and spreading positive word-of-mouth about the festival. Baker and
Crompton (2000) measured satisfaction based on studies of Crosby and Stephens (1987) and
behavioral intentions based on Zeithaml et al (1996).
Lee et al (2007) examined the relationships between festival visitors perceived service
quality, perceived service value, satisfaction and behavioral intentions. They applied their study
to the Cajun Catfish Festival in Conroe, Texas, a three-day music and art festival with 30.000 to
40.000 visitors and their results supported the theoretical conceptualization of Baker and
Crompton (2000) as well.
In the context of tourism, Crompton and Love (1995) defined satisfaction as the quality
of a visitors experience, which is the psychological result coming from the participation in
recreational activity. Tomas et al (2002) in consistent with Baker and Crompton (2000) argue
that service quality is an important contributor to satisfaction. However a high satisfaction level
may derives even when perceived service quality is low. Satisfaction refers to an emotional
condition which results after the consumers experience to the attributes of the service offered.
Shonk and Chelladurai (2008) proposed a conceptual model of quality in event sport
tourism in order to test the interrelationships between perceived quality of sport tourism, tourist
satisfaction and intention to return to the place of the event. They used four primary dimensions:
access quality, accommodation quality, venue quality and contest quality. Tsuji et al (2007)
examined the interrelationships of service quality, satisfaction and behavioral intentions of
attendees at a major sport event and results suggested that core service quality to be important
predictor of satisfaction levels and core service quality to have an indirect influence on revisit
intentions. The core service relates to the performance of the promised service.
Yoshida and James (2010) suggested and tested a model that analyzed the relationships
between service quality, core product quality, game and service satisfaction and behavioral
intentions. Survey took place at a professional baseball game in Japan and at two college football
games in the United States. The study verified these relationships and in addition it discovered
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theoretical evidence about the positive influence of game atmosphere on behavioral intentions.
David and Swanson (2009) examined how performing art managers can use service quality
dimensions in order to determine what elements are most significant for attracting and retaining
customers. The results showed that as the level of commitment with the organization increased,
the more likely visitors were to use positive word-of-mouth to recommend the organization and
return in the future. Commitment refers to the durability and consistency of a relationship over
time.
In the sport tourism literature, Kouthouris and Alexandris (2005) investigated the
applicability of the SERVQUAL model in predicting customer satisfaction, using previous
studies by Oliver (1980) and customer behavioral intentions based on previous studies by Ajzen
and Fishbein (1977), in an outdoors setting. However, the authors argue that SERVQUAL is not
a good instrument for measuring service quality in the outdoor industry, as satisfaction and
behavioral intentions could not be predicted. They proposed the model by Brady and Cronin
(2001) instead. Brady and Cronin (2001) supported the performanceonly approach by creating a
multidimensional framework that customers form service quality perceptions based on their
evaluations of three basic dimensions: outcome, interaction, and environmental quality.
Kouthouris and Alexandris (2008) applied the SPORTSERV scale in order to measure
behavioral intentions in the context of professional soccer in Greece. SPORTSERV scale was
developed by Theodorakis et al (2001) in order to measure five service quality dimensions:
tangibles, responsiveness, access, security and reliability. McDonald et al. (1995) proposed
TEAMQUAL, an adaptation of SERVQUAL used for measuring service quality within the
context of team sport. McDonald et al. (1995) proposed that that the most significant dimensions
of service quality were: tangibles and reliability.
Yuan et al (2008) suggested a theoretical model of wine tourist behavior that examined
past behavior, perceived value, satisfaction and behavioral intentions. Wine tourism is a form of
alternative tourism where tourists can visit wineries, vineyards while wine festivals are organized
all over. The research suggested that quality of an event-encounter service is depended on seven
factors: social approvals, involvement, affect, judgment, activities, eventscape and community
identity. Lockshin and Spawton (2001) analyze the development of a wine tourism strategy using
branding theory. More specifically, the authors examine the levels of involvement and brand
equity in the wine tourism context and conclude that customer relationship management can
12
enhance brand equity in the long term and that it is crucial to understand customers and to invest
on customer loyalty. Chelladurai and Chang (2000) proposed three dimensions of quality
evaluations: the core service, the physical context such as the physical facilities and equipment in
which the service is provided and the interpersonal interactions in the performance of the service.
13
Mosley et al (2011) on their research proposal discuss the revisit intentions for a music
festival and the host destination. They propose a study at the New Orleans Jazz Festival which
hosts more than 400.000 visitors. Schofield and Thompsons (2007) study focused on visitor
motivation dimension for attending a cultural festival. More specifically, the authors investigated
the internal and external factors that affect visitor motivation and compared the results with
previous studies. They also examined visitor satisfaction and revisit intentions and the
relationship between visitor origin and motivation to attend the festival.
Hume et al (2007) made a qualitative research in order to identify the predictors of
positive repurchase intention, on a general performing art experience and conclude that the
relationship between functional quality, technical quality attendance, subscription and
involvement are very important on future intentions. Martensen et al. (2007) examine the
impacts of an event on brand attitude and buying intentions. The proposed model supported that
buying intentions of a brand are affected by event marketing and that value is transferred from
the event to the brand. Furthermore, the authors suggested that the higher the level of
involvement, the more positive emotions are created towards the event. Fit also between event
and brand plays a crucial role. If the fit between the event and the brand is good, it is more likely
that customers will present more positive emotions.
service process as they can be involved actively or passively and their presence influences the
outcome. On the other hand, satisfaction is an experiential attribute, a psychological state that
can only be derived from interaction with the destination (Yon Lee et al., 2007). Kotler et al.
(1993) define the concept of a place image as the value of the beliefs and perceptions that
people hold about a place. According to Kotler and Gertner (2002) a place image derives from
several features such as the places culture and geography.
The importance of destination image in decision making has been generally accepted,
since it has to do with a persons subjective perception, behavior and destination choice (Mohan,
2010). Perceptions influence travelers decision to choose a destination site. Glennand Linda
(2007) describe that events organized vary from international, major and hallmark events to local
and community based events. Every type of event tries to satisfy the needs and interests of
todays traveler. More specifically according to Ritchie and Zins (1978) culture has been found
to be a leading cause in the attractiveness of a tourism destination.
Ooi and Jesper (2010) argue that cities enhance their image through organizing activities
and events for visitors and residents by supporting cultural scenes, nightlife and the celebration
of diversity, making this process beneficial for both residents and visitors. A good example is the
film festival, which is a category of special events that is often used in order help the economic
development of a region. West (1997) argues that place substitutability made place branding
necessary as a result globalization of business investment and the strong nature of the
competition among places to host major sporting or cultural events, or to become centers for
tourism.
Ashworth and Kavaratzis (2009) suggest that place branding and marketing has many
similarities with the corporate world of business to business and consumer marketing. Brown et
al. (2004) argue that the organization of a sport event to a destination can transfer image and
brand associations to the host destination, as co-branding theory suggest. According to
Kavaratzis (2004) city branding brings together marketing theory and practice closer in order to
explore the nature of places. It helps researchers and practitioners to identify the attributes and
images of the city in one marketing message, the citys brand. City branding is the vehicle in
order to achieve competitive advantage for investment and tourism, and community development
by enhancing local identity and identification of the local community with their city.
15
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feedback on the performing arts events as well, in order to understand the predictors of
repurchase intentions. On the wine tourism literature Yuan et al. (2008) analyze tourist behavior
with regard to past behavior, satisfaction, perceived value and behavioral intentions.
Brand equity summarizes the dimensions of a brand: awareness, perceived quality brand
associations, loyalty and other brand resources (Aaker, 1995). Creating and managing an
appropriate destination image and destination personality have become vital for effective product
positioning (Hosany et al., 2006). Cities are being branded in order to improve their position as
attractive leisure and tourism destinations (Parkersons and Saunders, 2005). Burmann and
Meffert (2005) make a distinction between brand identity and brand image: brand identity
focuses on internal groups of a city (local authorities, stakeholders, community) and brand-image
analyzes how the externals perceive the city (visitors, tourists, external investors). Kardes (2002)
explains that researchers analyze the perceptions about a brand by measuring the attributes on a
Likert scale, Guttman scale or using multidimensional scaling, in order to understand how
consumers perceive brands and which dimensions are the most important.
Image is one of the main reasons that affect peoples choices they make when deciding
on where to stay, work, or go for leisure and holidays. Such decisions usually are not made based
on the objective characteristics of a city but based on the subjective perception people have.
Pike (2002) argues that the brand image plays an important role in the building of brand identity.
Based on the brand identity and through the marketing strategies used by the destination
marketer, a destination image is created in the mind of a tourist, image that is an important factor
for the tourists decision process. The satisfaction or dissatisfaction that the tourist has
concerning a tourism product relies upon the expectations that he had from the destination, the
destination image and the performance at the destination. Aaker (1996) defines brand equity as
the attributes of a brand, including awareness, loyalty, perceived quality brand associations and
other brand characteristics. Brand associations help consumers retrieve the brand from their
memory when they have to choose among other brands (Aaker, 1996).
Brand awareness is the base of brand equity and in general it leads to liking. If people are
aware of a brand, they tend to like it more than brands they are less familiar with. As Brandt and
Mortanges (2011) suggest based on Kellers (2003) study, the brand identity of a city could
change by improving the basic services, using bigger and better media coverage, better public
relations tools in order to manage the negative image, strong marketing communication, or
17
leveraging secondary brand associations in order to build brand equity. Mazurek, 2008, cited in
Stncioiu (2011) suggest that an important outcome of the destination marketing is the fact that
the brand identity must remain constant, while the destination image can differentiate over the
time or must be renewed due to internal and external factors. Keller (1993) suggests that brand
associations can be categorized into three major categories: attributes, benefits and attitudes.
Thus, in order to build a destination brand, the destination marketer must take into consideration
both cognitive and affective elements in order to form the desired tourism product.
Parkerson and Saunders (2005) highlight the important role of local authorities and public
policy in city branding. A local governments economic development and city planning functions
are crucial in order to succeed the development of brand equity, whereas it is also important to
support the cultural life of the city. Public policy affects the citys cultural products, which are a
responsible for the development of urban tourism. Anholt (2006) suggests a way to measure a
citys brand, the City Brand Hexagon. City Brand Hexagon consists of six components of
Presence (international status and standing), Place (perceptions about the physical aspect of the
city), Potential (the economic and educational opportunities that the city is believed to offer),
Pulse (the lifestyle and the excitement that the city can offer), People (the behavior of citizens of
the city) and Prerequisites (the basic qualities of the city). However literature reveals a lack of
homogeneity concerning the characteristics that define an individuals perception as there is not
a common scale that has been widely accepted by most researchers when measuring perceived
destination image (Mohan, 2010).
A lot of cities use sporting events in order to present an attractive image to potential
tourists. The most widely researched examples of event sport tourism are the Olympic Games
and the Soccer World Cup. The outcome of the Olympic Games according to Faulkner (1998) is
effective destination promotion and the promotion of pre and post-Games travel planning. A
tourist will visit a specific destination hosting a sport event, because the destination provides the
opportunity to experience positive outcomes, such as relaxation, socialization and prestige)
through environmental features, such as shopping or weather.
However many destinations offer the same product due to globalization and similarities
on culture and infrastructures. Messely et al. (2010) suggest that destinations must identify and
promote their competitive advantages that they held, in order to compete at global level for
investments, tourism or political power. Tsai (2007) suggest that are three consecutive decision18
that branding theories applied to cities, in particular to tourism destinations, is a relatively new
area of academic investigation. Hosany et al. (2007) examine the nature of this relationship of
destination image and destination personality, based on tourists evaluation. Tourists evaluation
of destinations is depended on cognitive, affective and personality dimensions. Thus destination
marketers should use branding theories and strategies that enclose these three dimensions in
order to create a better image. Hosany et al. (2007) measured destination personality using
Aakers (1997) five dimensional scale.
In the sport tourism literature there are several studies examining either the Sport Event
Image (Green et al., 2010; Kaplanidou and Vogt, 2007; Hallmann and Breuer 2010; Koo et al.
2006; Kouthouris and Spontis, 2005) or the interrelationship between sports and tourism (Hritz
and Ross, 2010; Brown et al., 2010). Kaplanidou and Vogt (2007) proposed a theoretical model
dealing with the relationships between sport event image, destination image, satisfaction with the
event, past experience with the event and destination, intentions to revisit the destination and
subsequent behaviors of sport tourists to revisit. The results of the study revealed a positive
impact of sport event image on destination image, a positive impact of event image on
satisfaction levels with the event and destination image was a strong predictor of revisit
intentions. According to Quinn (2006) relatively little attention has been paid in literature in
order to examine if festivals can provide an effective mean for developing sustainable tourism.
To fill this gap and gain a better understanding on the development of cultural tourism, the
dissertation will propose and test the following model, based on previous research.
20
3. Methodology
3.1 Study Area
The current study was conducted at the Sani Festival, a music festival that started in
1993. The festival is cited in Sani area, in Chalkidiki, Greece. From the beginning, Sani Festival
was a bridge between arts and tourism by creating links between local and foreign visitors,
contributing to a richer cultural sector with more activity in the regions, and becoming a festival
with its own distinctive character and identity. Sani Festival sets the highest standards of quality
and innovation, as it introduces a range of program that have established themselves as regular
events: Jazz on the Hill, Sounds of the World, concerts of Greek music, Sani Classic, dance
performances and visual arts event. The first Jazz on the Hill took place in 1992 and was a threeday program of jazz music. Back then the festival was a much smaller affair just a few concerts
reflecting the organizers passion for jazz music. Sixteen years on, Jazz on the Hill is now a
three-day celebration of Jazz music held in early July and it has hosted concerts by some of the
living legends of the jazz world, featuring artists of the calibre of Jan Garbarek in 1995,
Cassandra Wilson in 1998, Dee Dee Bridgewater in 2000, Chico Freeman in 2003 and Charlie
Haden in 2005. The organizers has made Jazz on the Hill an important event in the international
music calendar, and the only international jazz music festival in Greece to have established itself
as a permanent fixture.
According to Saunders et al. (2009) probability sampling allows the researcher to answer
research questions and to accomplish objectives that require estimating statistically the
characteristics of the population from the sample. Besides, the benefit of probability sampling is
that the sampling error can be determined. Thus, probability sampling is used with survey and
experimental research strategies. On the other hand, non-probability samples do not allow the
researcher to make statistical generalizations or conclusions about the characteristics of the
population in order to answer the research questions.
The procedure of probability sampling can be divided into four stages: (Saunders et al, 2009)
Choose a suitable sample size
Determine a suitable sampling frame based on the research questions.
Make sure that the sample is representative of the population
Select the sample and the most appropriate sampling technique
According to Saunders et al. (2009) large sample size means lower error in generalizing
to the population. The choice of the sample depends on: (Saunders et al, 2009) The level of
reliance that the characteristics of the data collected will represent the characteristics of the total
population
The size of the total population from which the sample is being taken
The types of analyses that is going to be executed
The limit of error that can be accepted
According to Saunders et al. (2009) the larger the number of a sample will be, its
distribution will be closest to the normal distribution even if the population is not actually
normally distributed. The confidence level represents the accuracy of estimations of the
population with a percentage that refers to a certain range or margin of error. According to
Saunders et al. (2009) the choice of probability sampling technique depends on the research
questions and objectives. There are five basic techniques that can be used to select a probability
sample:
22
Simple random
Systematic
Stratified random
Cluster
Multi-stage
Systematic sampling was used and target population was the visitors of Jazz on the Hill
festival. Every 10th visitor who entered the gate were approached and asked to participate in the
survey. After they agreed to participate the questionnaire was given to them and they were
requested to complete and return it. The time that was needed in order to complete the entire
questionnaire was approximately 3 minutes. Four persons were recruited in order to distribute the
questionnaires at the exits of the festival. The questionnaire was distributed both in English and
Greek language, as Jazz on the Hill Festival attracted visitors not only from Greece but from
other countries as well.
It is important that higher confidence level depends upon a larger sample size.
Researchers normally work to a 95 per cent level of certainty. The margin of error is defined as
the amount of error that the researcher can tolerate. The size of the sample needs to be large
enough to ensure territory coverage, validity and reliability of results and generalization of
findings. Hair et al. (1998) suggest a minimum sample size of 100, thus researchers should
collect at least 100 or more questionnaires. Visitors who visited the Jazz on the Hill festival were
used as the sample for this study. Jazz on the Hill festival had 2000 visitors that represent the
entire population. 212 people completed the survey with 171 valid questionnaires that finally
used in the study.
The analysis of survey results has been performed with the help of widely accepted
software package, named SPSS (Statistical Package for Social Sciences) in order to analyze the
collected data. Leech et al. (2010) note that through SPSSs dimensions survey research
technology, the researcher can understand all the influences and relationships between factors
and variables. SPSS is a comprehensive system that gathers data and uses them in order to
generate reports, figures, descriptive statistics and complex statistical analyses, charts and plots
of distributions and trends. Descriptive statistics were used to explore the profile of the sample
23
population. It is a common requirement in tourism research to reduce the large number of service
quality and satisfaction items into a smaller set of dimensions in order to have a smaller
representation of data. The sample was segmented in potential sub-segments based on
demographic variables of the respondents. Regarding the relations between dimensions
regression analysis, bivariate correlations, two independent samples t-test and ANNOVA were
performed. These tool of effective decision-making were used in order to test the research
hypotheses.
24
questions and research objectives, the characteristics of the participants in the survey, the size of
the required sample, the possible response rate, the types of questions and the number of
questions. According to Pinsonneault and Kraemer (1993) survey research allow the researcher
to generalize the results to the population.
This study followed the guidelines on ethics suggested by Babbie (1998). Babbie (1998)
points out three important ethical aspects in social science research including voluntary
participation of subjects, avoidance of doing harm to them, and protection of participants
privacy.
25
26
27
revealed consistent patterns of loadings from the five factors across their studies in several
companies.
The questions that examine visitors loyalty were:
Say positive things about Jazz On The Hill to other people
Attend Jazz On The Hill again next year or the year after
Recommend the Jazz On The Hill to others
Visit Sani Resort again next year or the year after
Encourage friends and relatives to go to Jazz On The Hill
The pay more items were:
Continue to attend Jazz On The Hill if the admission price was increased
Pay a higher fee for the Jazz On The Hill than at other festivals
These items were measured using a seven-point symmetrical Likert-type scale which ranged
from 1 (not at all likely) to 7 (extremely likely).
3.5.3 Satisfaction
Section three of the questionnaire measures the visitors perceived satisfaction. Four
items were used based on Olivers (1997) study. The first three items were the My choice to
visit Jazz on the Hill festival was a wise one, I think that I did the right thing when I visited
Jazz on the Hill festival, and I am satisfied with my decision to visit Jazz on the Hill festival.
Two additional items were added. One item was added in order to measure the meeting of
expectations of visitors. Based on Ohs (2000) study, the item was: high expectations were
met. A fifth item was developed in order to measure the overall satisfaction: I am satisfied with
28
the services experienced at Jazz On The Hill. The purpose was to ask visitors to express their
satisfaction or dissatisfaction with the condition of the Jazz On The Hill and the overall event
experience in agreement with Chen and Tsai (2007). These items were selected from the
marketing and hospitality literatures (Oh 2000; Oliver 1997). All items were measured using a
seven-point symmetrical Likert-type scale which ranged from 1 (strongly disagree) to 7 (strongly
agree).
Hence, it is important to investigate the effect and relationships of all relevant constructs. The
study hypotheses established to be addressed and answered through the research study were as
follows:
H1: Perceived service quality predicts event loyalty
H2: There is a significant positive correlation between satisfaction and event loyalty
H3: Perceived service quality will predicts event satisfaction
H4: Destination image predicts destination revisit intention
H5: There is a significant positive correlation between Destination image and event loyalty
H6: There is a significant positive correlation between Satisfaction and destination image
H7: There is a significant positive correlation between Satisfaction and intention destination
3.7 Limitations
The limitations inherent to this research study should be carefully acknowledged and
considered due to the fact that they have a direct influence on the ultimate understanding of
research results. Onwuegbuzie, et al. (2005) suggest that the outcomes of this study would be
constrained due to certain limitations concerning the research design. The approach used in the
present research study is consisted only of a quantitative one. However, in order to obtain a
complete and comprehensive picture of the phenomena, the formation of qualitative data is
highly necessary as it enables further clarifications with regards to the relationships identified
through the quantitative research method.
31
4. Findings
The chapter of the present research study provides an analysis of the results obtained
through the data collection process. Based upon the literature review, several research
hypotheses have derived. This chapter provides answers to the research hypotheses, followed by
the analysis of the findings.
4.3 Demographics
4.3.1 Gender
After performing the frequencies to the demographic information section, from the total
of 171 respondents, the 54,8% were male and the rest 45,2% were female.
32
Male
Female
Total
Valid
Missing
Total
Frequency
Percent
Valid Percent
92
76
168
3
171
53,8
44,4
98,2
1,8
100,0
54,8
45,2
100,0
Cumulative
Percent
54,8
100,0
Gender
Female
45,2%
Male
54,8%
Valid
Missing
Total
17-29
30-39
40-49
50-59
60-69
Total
System
Frequency
Percent
57
32
40
17
11
157
14
171
33,3
18,7
23,4
9,9
6,4
91,8
8,2
100,0
Valid
Percent
36,3
20,4
25,5
10,8
7,0
100,0
Cumulative
Percent
36,3
56,7
82,2
93,0
100,0
33
Age groups
60-69
7,0%
50-59
10,8%
17-29
36,3%
40-49
25,5%
30-39
20,4%
4.3.3 Children
The 44,1% of respondents had 2 children, the 30,5% 1 children, 5,1% had 1 child and
20,3% had no children.
Valid
Missing
Total
0
1
2
3
Total
9
Frequency
Percent
Valid
Percent
Cumulative
Percent
12
18
26
3
59
112
171
7,0
10,5
15,2
1,8
34,5
65,5
100,0
20,3
30,5
44,1
5,1
100,0
20,3
50,8
94,9
100,0
34
CHILDREN
3
5,1%
0
20,3%
2
44,1%
1
30,5%
Valid
Missing
Total
Frequency
Percent
Elementary
1,2
University
Master
High
College
Total
9
87
52
23
6
170
1
171
50,9
30,4
13,5
3,5
99,4
,6
100,0
Valid
Percent
1,2
Cumulative
Percent
1,2
51,2
30,6
13,5
3,5
100,0
52,4
82,9
96,5
100,0
35
EDUCATION
College
Elementary
3,5%
1,2%
High
13,5%
University
51,2%
Master
30,6%
Valid
Missing
Total
Frequency
Percent
Student
Public
Housewife
Private
Unemployed
26
26
6
42
7
15,2
15,2
3,5
24,6
4,1
Other
Total
9
62
169
2
171
36,3
98,8
1,2
100,0
Valid
Percent
15,4
15,4
3,6
24,9
4,1
Cumulative
Percent
15,4
30,8
34,3
59,2
63,3
36,7
100,0
100,0
36
Professional Status
Student
Private
15,4%
24,9%
Public
15,4%
Housew ife
3,6%
Unemployed
Other
4,1%
36,7%
Valid
Missing
Total
Single
Divorced
Married
Widower
Total
9
Frequency
Percent
98
8
60
2
168
3
171
57,3
4,7
35,1
1,2
98,2
1,8
100,0
Valid
Percent
58,3
4,8
35,7
1,2
100,0
Cumulative
Percent
58,3
63,1
98,8
100,0
37
Marital Status
Widow er
1,2%
Married
35,7%
Single
58,3%
Divorced
4,8%
measured using a seven-point symmetrical Likert-type scale which ranged from 1 (not at all
likely) to 7 (extremely likely).
GENERIC FEATURES
N
Mean
Std. Deviation
171
6,2329
,7363
Reliability score
0.859
171
6,2403
,8297
Reliability score
0.855
INFORMATION SOURCES
N
Mean
Std. Deviation
167
6,3353
,8703
Reliability score
0.795
COMFORT AMENITIES
N
Mean
Std. Deviation
171
5,9153
,8497
Reliability score
0.833
39
BEHAVIORAL INTENTION
N
170
Mean
6,3838
Std. Deviation
,9746
Reliability score
0.941
PAY MORE
N
164
Mean
4,2317
Std. Deviation
1,8001
Reliability score
0.850
40
170
Mean
6,3151
Std. Deviation
1,0202
Reliability score
0.954
The items of affective image aspects included five bipolar scales: Exciting-Gloomy,
Pleasant-Unpleasant, Arousing-Sleepy, Relaxing-Distressing and Friendly-Unfriendly. The
affective constructs were measured by a five five-point semantic differential scale. The items
were bipolar where the positive poles were assigned to smaller values and negative poles to
larger values: 1= exciting and 5 = gloomy, 1 =pleasant and 5 =unpleasant, 1= arousing and 5 =
sleepy, 1 = relaxing and 5 = distressing, 1=friendly and 5=unfriendly.
The mean for each of the five items was to form a new affective image variable. The findings
showed that the Sani Resort perceived to be friendly and relaxing with a score mean of 4,19.
In addition, it has been found that Sani Resort is pleasant with a score mean of 4,17, exciting
with a score mean of 3,98 and arousing with a mean score of 3,45.
AFFECTIVE DIMENSION
N
137
Mean
4,0123
Std. Deviation
,7433
Reliability score
0.839
COGNITIVE DIMENSION
N
120
Mean
5,8111
Std. Deviation
1,2419
Reliability score
0.839
42
Main Reason
no
34,2%
yes
65,8%
43
25,1% percent of respondents stated that they were visiting the Jazz on the Hill Festival for the
first time, while 74,9% had visited the festival in the past while 32,2% of the respondents have
visited the festival more than six times, and 42,7% visited between one to six times.
25,1%
32,2%
1
6
8,8%
,6%
2
5
6,4%
11,1%
3
4
7,0%
8,8%
In the second part of the questionnaire, a reliability test was performed for the Loyalty and
Pay more dimensions of the festival. The Cronbach alpha value was 0.941 for the Loyalty
dimension and 0.850 for the Pay more dimension. As a result, the Cronbach alpha value for
each of the two dimensions is larger than 0.70 and there is internal consistency on our
instrument. In addition, concerning the third part of the questionnaire, satisfaction variables had a
Cronbach alpha value 0.954. In the fourth and fifth part of the questionnaire that measures
destination image, the Cronbach alpha values were 0.839 for the affective dimension of
destination image and 0.839 for the cognitive dimension. However, the alpha scores for all
dimensions revealed scores above the 0.70 needed, so we did not need to delete any items in
order to strengthen the internal consistency between the items of the structural equation model.
SATISFACTION
INTENTION
PAY MORE
SATISFACTION
LOYALTY
PAYMORE
Mean
Std. Deviation
6,3151
6,3838
4,2317
1,0202
,9746
1,8001
170
170
164
SATISFACTION
LOYALTY
PAYMORE
Pearson Correlation
1,000
,800
,442
Sig. (2-tailed)
,000
,000
N
Pearson Correlation
170
,800
169
1,000
163
,427
Sig. (2-tailed)
,000
,000
N
Pearson Correlation
169
,442
170
,427
164
1,000
Sig. (2-tailed)
,000
,000
163
164
164
45
INTENTION
PAY MORE
AFFECTIVE
COGNITIVE
Mean
Std. Deviation
INTENTION
PAY MORE
6,3838
4,2317
,9746
1,8001
170
164
AFFECTIVE
COGNITIVE
4,0123
5,8111
,7433
1,2419
137
120
INTENTION
PAY MORE
AFFECTIVE
COGNITIVE
Pearson
Correlation
Sig. (2-tailed)
N
Pearson
Correlation
Sig. (2-tailed)
1,000
,427
,126
,393
,
170
,427
,000
164
1,000
,144
137
,044
,000
120
,333
,000
,612
,000
N
Pearson
Correlation
Sig. (2-tailed)
164
,126
164
,044
134
1,000
116
,138
,144
,612
,163
N
Pearson
Correlation
137
,393
134
,333
137
,138
104
1,000
46
Sig. (2-tailed)
,000
N
120
** Correlation is significant at the 0.01 level (2-tailed).
,000
,163
116
104
120
AFFECTIVE
COGNITIVE
SATISFACTION
Mean
Std. Deviation
4,0123
5,8111
6,3151
,7433
1,2419
1,0202
137
120
170
47
AFFECTIVE
1,000
COGNITIVE
,138
SATISFACTION
,154
,163
,074
N
Pearson
Correlation
Sig. (2-tailed)
137
,138
104
1,000
136
,349
,163
,000
N
Pearson
Correlation
Sig. (2-tailed)
104
,154
120
,349
120
1,000
,074
,000
N
136
** Correlation is significant at the 0.01 level (2-tailed).
120
170
AFFECTIVE
COGNITIVE
SATISFACTIO
N
Pearson
Correlation
Sig. (2-tailed)
SATISFACTION
DESTINATION REVISIT
Mean
Std. Deviation
6,3151
5,76
1,0202
1,52
170
162
SATISFACTION
SATISFACTION
Pearson Correlation
1,000
DESTINATION
REVISIT
,378
Sig. (2-tailed)
,000
170
161
48
DESTINATION
REVISIT
Pearson Correlation
,378
1,000
Sig. (2-tailed)
,000
161
162
N
** Correlation is significant at the 0.01 level (2-tailed).
ENTERTAINMENT
GENERIC
FEATURES
INFORMATION
SOURCES
COMFORT
AMENITIES
SATISFACTION
Gender
Mean Score
Std. Deviation
MALE
FEMALE
MALE
6,2647
6,2096
6,2417
,7927
,8860
,6509
,425
,420
,042
Sig. (2tailed)
,672
,675
,966
FEMALE
MALE
6,2368
6,4045
,8219
,7793
,042
1,133
,967
,259
FEMALE
MALE
6,2500
5,9337
,9713
,8054
1,114
,102
,267
,919
FEMALE
MALE
FEMALE
5,9204
6,2974
6,3329
,8841
,9811
1,0871
,101
-,221
-,219
,920
,825
,827
49
Elementary
N
2
Mean
5,7917
Std. Deviation
,6482
F
,950
Sig.
,437
ENTERTAINMENT
University
Master
High
College
Total
Elementary
87
52
23
6
170
2
6,2421
6,3010
6,0275
6,5111
6,2353
6,1000
,6507
,6283
1,2090
,4037
,7379
1,2728
,112
,978
INFORMATION SOURCES
University
Master
High
College
Total
Elementary
87
52
23
6
170
1
6,2496
6,2580
6,1848
6,4167
6,2475
5,5000
,7210
,8159
1,2114
,7216
,8266
,
,712
,585
COMFORT AMENITIES
University
Master
High
College
Total
Elementary
84
52
23
6
166
2
6,3690
6,3077
6,2174
6,7500
6,3373
5,9167
,7649
,8584
1,2865
,4183
,8725
,1179
,199
,939
University
Master
High
College
Total
Elementary
University
Master
High
College
Total
87
52
23
6
170
2
86
52
23
6
169
5,8981
5,9138
5,9993
6,1750
5,9266
5,8000
6,2589
6,4442
6,1565
6,8000
6,3158
,8098
,7129
1,2445
,6456
,8393
,5657
,9843
,7984
1,6079
,1789
1,0232
,871
,483
SATISFACTION
The ANOVA analysis was performed and shows that there is no significant difference for
the service quality and satisfaction dimensions, according to the respondents educational level.
Divorced group (6.62) had higher mean scores than Married (6.54) and Single (6.19)
group.
GENERIC
FEATURES
ENTERTAINMENT
INFORMATION
SOURCES
COMFORT
AMENITIES
SATISFACTION
Mean
Std. Error
Sig.
6,1259
Std.
Deviation
,8413
Single
98
8,498E-02
1,520
,211
Divorced
6,3813
,7010
,2478
Married
Widower
Total
Single
60
2
168
98
6,3717
6,3250
6,2282
6,2213
,5314
,1061
,7391
,8658
6,861E-02
7,500E-02
5,702E-02
8,746E-02
,439
,726
Divorced
6,5125
,4904
,1734
Married
Widower
Total
Single
60
2
168
95
6,2492
6,6250
6,2499
6,1895
,8150
,5303
,8291
,9708
,1052
,3750
6,396E-02
9,960E-02
3,954
,009
Divorced
6,6250
,7440
,2631
Married
Widower
Total
Single
60
1
164
98
6,5417
4,5000
6,3293
5,7864
,6331
,
,8747
,8953
8,173E-02
,
6,830E-02
9,044E-02
2,105
,102
Divorced
6,0708
1,1204
,3961
Married
Widower
Total
Single
60
2
168
97
6,1114
5,6000
5,9138
6,1842
,6580
,5657
,8360
1,1054
8,494E-02
,4000
6,450E-02
,1122
2,148
,096
Divorced
6,3875
1,2264
,4336
Married
Widower
Total
60
2
167
6,5833
6,0000
6,3351
,6852
,2828
,9872
8,846E-02
,2000
7,639E-02
51
GENERIC
FEATURES
ENTERTAINMENT
INFORMATION
SOURCES
COMFORT
AMENITIES
SATISFACTION
Mean
Std. Deviation
Sig.
Greece
150
6,2572
,6159
1,331
,250
Other countries
Total
Greece
21
171
150
6,0595
6,2329
6,2550
1,3216
,7363
,7494
,384
,536
Other countries
Total
Greece
21
171
147
6,1349
6,2403
6,3776
1,2859
,8297
,7531
2,923
,089
Other countries
Total
Greece
20
167
150
6,0250
6,3353
5,9220
1,4643
,8703
,7629
,075
,784
Other countries
Total
Greece
21
171
149
5,8675
5,9153
6,3837
1,3413
,8497
,8821
5,597
,019
Other countries
Total
21
170
5,8286
6,3151
1,6593
1,0202
four dimensions of event service quality (Generic Features, Information Sources, Comfort
Amenities and Specific Entertainment). Respondents evaluated how they experienced the level
of service in the festival that leaded them to state their future intentions concerning the event.
Consequently the regression analyses should investigate how the event loyalty can be predicted
by the service quality variables.
The linear regression indicated that the whole regression model was significant
(R2=0.520, P<.001) and two of the dimensions, Generic Features (t=3.334, P=0.001) and
Entertainment features (t=4.9, P=0), made statistical significant contributions to the prediction of
Event loyalty.
The coefficient of determination is 0.520, therefore about 52% of the variation in the event
loyalty is explained by service quality variables.
Model
Std.
Error of
the
Estimate
1
,721
,520
,508
,6894
a Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT
AMENITIES, GENERIC FEATURES
ANOVA
Model
1
Regression
Sum of
Squares
82,91
R
Square
df
4
Adjusted
R
Square
Mean
Square
20,73
Sig.
43,61
,000
76,52
161
,47
Residual
159,44
165
Total
a Predictors: (Constant), ENTERTAINMENT FEATURES, INFORMATION SOURCES, COMFORT
AMENITIES, GENERIC FEATURES
b Dependent Variable: LOYALTY
Unstandardized
Coefficients
Model
1
Standardized
Coefficients
Sig.
Std.
Error
Beta
(Constant)
GENERIC FEATURES
,10
,40
,49
,12
,304
,21
3,33
,82
,001
INFORMATION
SOURCES
COMFORT AMENITIS
5,887E-02
,08
,052
,72
,47
,10
,09
,091
1,16
,24
ENTERTAINMENT
,44
,09
,378
4,90
,00
53
FEATURES
a
a.
Model
R
Square
Adjusted
R
Square
,680
,46
,44
Std.
Error of
the
Estimate
,763
Model
Regressi
on
Residual
Total
Sum of
Squares
81,28
df
94,48
175,76
162
166
Mean
Square
20,32
Sig.
34,84
,000
,58
54
Unstandardized
Coefficients
Model
1
B
(Constant)
GENERIC
FEATURES
INFORMATION
SOURCES
COMFORT
AMENITIS
ENTERTAINMENT
FEATURES
Standardized
Coefficients
Sig.
Beta
,198
,286
Std.
Error
,54
,13
,21
,36
2,14
,716
,034
,21
,091
,17
2,29
,02
-5,445E-02
,10
-,045
-,54
,59
,53
,09
,43
5,43
,00
55
Model
R Square
Adjusted R
Square
1
,54
,29
,28
a Predictors: (Constant), AFFECTIVE DIMENSION, COGNITIVE DIMENSION
Model
1
Regression
Sum of
Squares
69,73
df
2
Mean
Square
34,86
1,29
Sig.
21,03
,00
Residual
165,76
100
1,65
Total
235,49
102
a Predictors: (Constant), AFFECTIVE DIMENSION, COGNITIVE DIMENSION
b Dependent Variable: DESTINATION REVISIT
Unstandardized
Coefficients
Model
1
(Constant)
COGNITIVE
AFFECTIVE
B
,323
,571
,524
Standardized
Coefficients
Std. Error
,919
,106
,185
Sig.
,351
5,384
2,830
,726
,000
,006
Beta
,456
,240
56
significance correlation at the .001 level between Satisfaction variable and Cognitive
dimension of destination image. The value of R (.349) indicates a positive correlation between
Satisfaction variable and Cognitive dimension. In addition, we can say that there is no
statistical significance correlation at the .001 level between Satisfaction variable and
Affective Dimension of destination image (p=0.074).Thus, hypothesis H6 was only partially
supported.
Hypothesis H7 stated that there is a significant positive correlation between Satisfaction
and destination revisit intention. According to the bivariate correlation analysis, there is
statistical significance correlation at the .001 level between Satisfaction variable and
destination revisit intention. The value of R (.378) indicates a positive correlation between
Satisfaction variable and destination revisit intention. Thus, hypothesis H7 was supported.
and the cleanliness of the festival in general. Event service quality dimensions which were rated
lowest in terms of influencing the event loyalty (such as information sources) there are not
unimportant as they could add on the overall perceptions of service quality, as mentioned above.
The finding is consistent with Baker and Crompton (2000) that concluded that perceived service
quality was an important influence of tourists behavioral intentions. The authors also suggest
that In the specific context of this festival, the strong link between quality and behavioral
intentions suggests that the greatest potential for strengthening behavioral intentions of
participants is by ensuring high quality generic and entertainment features (p.799). Baker and
Crompton (2000) also referred to Herzberg et als (1959) study that called these two factors as
satisfiers with their absence not creating dissatisfaction in contrast with comfort amenities and
information sources.
Comfort amenities and information sources can create a basic level of quality but generic
and entertainment features are used as motivators that create excitement to the visitors.
This study also tested the impact of destination image and destination revisit intentions
and their interrelationships with event satisfaction and event loyalty. More specifically, we tested
whether intentions to revisit the destination are predicted by destination image. The results of
this study supported the positive impact of destination image on predicting destination revisit
intentions. This finding is consistent with Chen and Tsai (2005). Chen and Tsai (2005) suggested
that destination image appeared to have the most important effect on intentions to revisit.
According to the authors, destination image influenced not only the decision-making process of
choosing a destination but also the post-decision-making behaviors of visitors. This is also
coherent with Bign et al (2001) cited in Kaplanidou and Vogt (2007) that suggested that the
image of a destination influences tourists decision making process and future intentions towards
the destination. The results agree with Chen et als (2010) work that showed that the perceived
positive performance of destination image attributes influence visitors willingness to revisit the
destination.
In addition, this study also tested the interrelationships between satisfaction from the one
hand and its influence to event loyalty and destination revisit intentions. The results of this study
supported the positive impact of destination image on predicting destination revisit intentions
and event behavioral intentions. When visitors are satisfied, it is more likely that they would be
loyal to the festival and visit the destination in the future. This is consistent with Wang et als
60
(2010) study that suggested that in the context of cultural parks, the most influential factor of
revisit intention was recreational satisfaction. Similarly with Lius (2011) work that found that
that visitors with higher level of satisfaction presented more frequent repeat visits. Chang (2002)
also investigated the effects of service quality and satisfaction in the context of country clubs in
Taiwan and concluded that satisfaction for service quality of the clubs affected positively their
participation willingness. However, this outcome contrasts with Kaplanidou and Vogts (2007)
finding which suggested that event satisfaction did not significantly influence visitors intentions
to revisit the destination. Whats more important, the study Kim et als (2010) model on an
annual art and music festival in a small town showed similar findings with ours concerning the
relationships between satisfaction and intention to revisit the festival.
Furthermore, the research tested the impact of destination image on event satisfaction and
event loyalty. From the two dimensions of destination image (affective dimension and cognitive
dimension), the cognitive dimension had the most significant influence on event loyalty and
event satisfaction.
According to Son and Pearce (2005), cognitive image can be described as the mindset
and the knowledge about a destination attributes. The fact that the cognitive dimension of
destination image influences satisfaction is consistent with Weaver et als (2007) study that
compared previous travel factors with destination evaluation variables such as satisfaction and
likelihood to return. Moreover, Della Cortes (2000) study measured customers satisfaction by
utilizing three different factors on a pyramid model where positive attributes of a destination
could make visitors to develop a more favorable attitude toward a destination. Chon (1990)
tested the role and influence of destination image on travelers behavior and satisfaction as well.
What's more, Dann (1996) investigated the interrelationships between destination image
and behavioral intentions. The outcome of the data analysis showed that the cognitive dimension
had the most significant influence on event loyalty. It is important to mention Xies (2010) study
that demonstrated how tourists impute brand personality characteristics to destinations and thus,
destination personality is connected to cognitive destination image and it motivates behavioral
intentions. Kaplanidou and Vogt (2007) concluded also that when events are used a tourist
attraction for a destination, intentions, past experience with the destination, destination image
and sport event image affect tourists behavior.
61
5.3 Limitations
Several limitations emerged in the course of the research. Ary et al (2002) suggest that
the generalization of a survey research is debatable insofar as respondents may misunderstand
some items on the questionnaire, respondents did not complete or did not return the
questionnaire and some people may not be able to read and respond to the questionnaire.
5.3.1 Generalizability
This topic was focused on one particular festival setting. The results obtained are likely to be
useful to the Jazz on the Hill festival. However, they may not be directly applicable to
other festival settings since festivals are fundamentally different with various themes. The
general nature of the findings needs to be confirmed in other service contexts.
Festival to predict visitors behavioral intentions and loyalty, event managers should focus on
these features. If these attributes are poor, the overall perception of service quality is likely to be
relatively low. Event organizers should focus their evaluation processes by determining both the
satisfaction level of visitors and the perceived quality of the performance.
The Jazz on The Hill festival should work closer with Sani Resort in order to mange
efficiently its tourists resources in order to revitalize its image by using the positive attributes of
affective and cognitive image. More specifically, the beautiful scenery, the beaches and the
activities should be promoted and the image of restaurants and accommodation must be
enhanced. Concerning the affective attributes, the image of a friendly and relaxing
destination should be encouraged.
In addition from a managerial angle, we can increase visitors satisfaction through
integrated marketing communications of a festival or destination before and after they actually
visited. In addition, it implies that service value is one of the important determinants of customer
satisfaction which will impact on their revisit intention. A beneficial implication that derives
from the finding that destination revisit intentions are predicted by destination image is that,
marketing practitioners can build more loyal visitors by improving the image of a destination.
More specifically, as Bigne et al. (2001; cited in Kaplanidou and Vogt, 2007) proposed, the
destination image can be efficiently influenced by creative public relations and advertising
actions, the cooperation with tourist information bureaus and with the application of other
integrated marketing communication tools such as the internet.
63
tested to music festivals in other geographical areas in order to test the generalizability of the
findings.
64
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Appendix A
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